As mentioned in a previous blog post Nationwide's Super Bowl Ad Fumbles, nobody knows how to serve up advertising reliant on the concept of “borrowed interest” quite like GEICO. From cavemen to talking geckos, advertisers will use any humorous means at their disposal to get their name in front of you. But now the insurance advertiser, which spends a reported $1 billion per year, may have outdone itself with a new series of online pre-roll ads that subvert expectations and surprise and delight.
Editorial Disclaimer: The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.
“There is no such thing as bad publicity,” a quote often attributed to the supreme American huckster P.T. Barnum, appears to be the third rail that Nationwide Insurance held onto firmly while rationalizing their now infamous and ill-advised Super Bowl XLIX commercial entitled “Make Safe Happen.”
Infomercial buyers are insomniac little old ladies who live in trailer parks and shop while wearing oversized hair curlers and eating bonbons, right? Not according to an independent study of infomercial buyers conducted by Cannella Response Television, Script to Screen, and M2 Marketing & Management Services. A survey of more than 1,500 infomercial buyer and nonbuyer respondents suggests that today’s infomercial purchasers skew younger than their TV-viewing, nonbuying counterparts, have higher household incomes, are more ethnically diverse, and are no more or less likely to be female. Which got me to wondering: Why is there a disparity between the prevailing stereotype and the reality portrayed in this study?